In the olden days, okay maybe just the years before 2000, if consumers wanted to interact with a business or organization, they had to pick up the phone and jump through one-too-many hoops just to reach a human on the other end of the phone. In today’s world, you can still use the above method to communicate, but there has been a giant shift toward digital engagement .

This is especially true for brands that have stood the test of time. For brands that have carried on their legacy throughout different decades of technology, think P&G or Starbucks, they’ve moved through the times to keep their existing audience engaged, while welcoming new generations. One piece of that puzzle is utilizing effective digital engagement.

Both of these brands are active on social media, responding to consumer conversations, as well as providing digital outlets on their websites for feedback and assistance.

Today’s world is all about instant satisfaction. If a consumer has to sit on the phone with a customer service representative for an hour just to get a problem solved, they won’t be pleased. Take that a step further and they probably will no longer support that brand or product. On the other hand, if a customer sends out a Tweet that garners a response within minutes, they will be much more satisfied. Think of a time when you were frustrated by an experience or product and you couldn’t get a hold of anyone to fix your problem. Digital engagement provides a solution for this problem.